The two most painful patterns over the course of Platforms early life were:
1. The lack of timely bug fixes and the lack of internal Facebook developer contact with external developers. The only consistent employee at Facebook in the IRC channel was Joel Seligstein. I also actually directly heard one of the Platform PMs say that she thought "triage" meant high priority. They did hold events but that was more a social gathering than anything.
2. The ridiculous lack of spam control and enforcement of policies on the large developers. It's easy to see why people started disliking apps looking back at how much time users had to spend sifting through spam notifications!
Email him! He developed the filtration for many major coffee chains (i.e. Starbucks) and has worked in the industry forever. I promise you he isn't a gimmick, and a regular consumer wouldn't understand the same things you would understand.
My point is that precisely because he understands what he's doing, he has the duty to explain it to others, or at least not confound them. From my perspective, the sales pitch is relying on chemophobia to hook viewers.
No wonder people think of Kickstarter as a store. If the company really is serious, they should offer technical details concerning their product, the kind of details an investor wants. I'm willing to bet most people who funded the company so far have done so with blind trust in the designers/developers of the product.
It's smaller than in the video. We had to use an early prototype there to have the video ready in time. It's designed to fit nicely even in small hands. You do not have to remove the filter to pour, there is a spout that is hidden but runs up the side. I'll make sure we get some pictures of the pitcher from angles that you can see the spout / lid.
Main Q is Can it fit on a d00r-shelf like a 1/2 gal milk? That's probably the once critical size constraint, IMHO. Without it, you are limited where you can put it (as well as taking up extra space). This is something I personally check for every pitcher/flask i get.
Seems about even, or more expensive if you put it that way... However the grocery store doesn't automatically charge you if you decide not to buy a new Brita filter this month.
It looks like this will be a successful Kickstarter, so bravo to them! It's not directed at me. Words like organic, vegan, and compost-able do not attract me, and I could care less if my water pitcher is beautiful.